Grow Your Business with Email and Social Media
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© 2013 grow your business Grow Your Business with Email & Social Media simple marketing strategy for small business & nonprofits
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This session will teach you how to make the most of the combination of email and social media for your business and gain a greater understanding of marketing basics like goals and objectives. You’ll learn what a “campaign” is and you’ll walk away with simple yet powerful tips to get your messages opened and read, shared and socially visible.
Transcript of Grow Your Business with Email and Social Media
© 2013
grow your business
Grow Your Businesswith Email & Social Mediasimple marketing strategy
for small business & nonprofits
© 2013
grow your business
Vanessa Cabrera President Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
facebook.com/yoursocialmediamentor
@vanessacabrera
© 2013
grow your business
4
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Offers& Promotions
Events& Registrations
Newsletters& Announcements
Feedback& Surveys
© 2013
grow your business
Facebook LinkedIn
Pinterest Youtube
44%
grow your businesst i t le [ int ro]market inggoals&object ivescampaigns&channelsresul ts
© 2013
grow your business
traditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
marketing has changed
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
engagement is the new word of mouth
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
you have an advantageyou can be your authentic self
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
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grow your business
forward +share
your new best friends are
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intro [market ing]goals&object ivescampaigns&channelsresul ts
© 2013
grow your business
goalsmarketing
• reach new customers• drive repeat business• nurture leads• engage members and advocates• increase donations
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
objectivesget more specific with
drive donationsthis month
deliver content to tradeshow
leads
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
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grow your business
one at a timetry to think about just
what action would people take?can you measure it?
fill seats on a
Sunday night
t i t le intromarket ing [goals&object ives ]campaigns&channelsresul ts
© 2013
grow your business
campaign?what is a
PULL{response}
PUSH {content}
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
discussions
informationsharing
event invites +updates
offers +promotionsfundraising
build your network
for allof your newsubscribers
campaignstypes of
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
• what you know that they don’t
• what you have access to that they don’t
• “original” isn’t required… just be interesting and relevant
what do I write aboutt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
lessis more.
44%focus.
how much is enought i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
• pictures get 47% more click-through activity than content without images, but…
• …don’t over-rely on images
• be sure to use text labels in case images aren’t
displayed by the recipient’s mail program
• remember: your content is viewed on mobile devices…
a picture is worth…t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
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use images
carefully!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
repurpose + reuset i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
offersexamples of
discounts
discounts
• 20% off through Thursday
• Buy one, get two• 1+1 = Fun (one
for you, one for a friend)
downloads
downloads
• 5 Tips for Better Gardens
• Quickstart Guide
• 7 Mistakes to avoid in your tax preparation
supporta cause
support• Help today and receive exclusive access!
• Donate today for a chance to join us!
• Join today and receive our Friends + Family discounthints + tips
hints +tips
• Mobile-friendly in 8 simple steps
• Top Trends in Front- of-House Operations
• DIY Precision Instrument MaintenanceB2B services
B2Bservices
• Newsletter review with every consult
• Save 30% on initial consultation
• 3 coaching sessions for price of 2
event invites +updates
eventinvites
+ updates
• Register now, save 20%
• 2-for-1 tix: register yourself, bring a friend for free!
• 10 VIP seats left at standard price!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
got pics?some channels thrive on visuals
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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post + video = 100% more engagement
post + picture = 120% more engagement
post + photo album = 180% more engagement
Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)
got pics?t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
which channels matter?• depends on your audience
and what you want them to do
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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email + socialyou have to use both
amplifyyour email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
email + socialamplify
your email
drive traffic back to your list, email, etc.
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
• who is it “from?”• what’s the “subject?”• when do you send your communication?
now, later or neverthree little words that rule your world
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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how will you be most recognizable?
who is it from?winning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
look greatbrand consistency
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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2SECONDS2WORDS 2TODAY
subject or headlinewinning the battle of priorities
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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subject or headlinewinning the battle of priorities
[don’t do this] October Newsletter
[do this instead] 4 new craft beers just arrived – Oktoberfest is here!
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] ALERT: help your dog beat the heat this summer
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s Classes
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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• for social media • 3-5 times a week is plenty• use automated tools to help
• for email• monthly is most common • when are they likely to take
the action you want?
when to send or postt i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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divide your list into3 groups of people
select three days in the week to test
send your e-mail, watch for best response
find your best day1
2
3
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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use same 3 groups of people
select three times on the day with the best results
send email at 3 different times of day, note time with best results
find your best time4
5
6
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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best day best time
when to send or post
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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practical advice• 67% don’t see images
by default• text links get more
clicks than buttons• place your logo left or
center in email• include company name
in text
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
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grow your business
practical advicet i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
Invite engagement – ask questions!
• When Fans are asked to like a post, there is a 3x higher like rate than when not asked to like it.
• When Fans are specifically asked to comment on a post, there is a 3.3x higher comment rate than when they are not asked to comment.
• When Fans are asked to share a post, the share rate is 7x higher than those posts not asking for Fans to share.
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practical advice• show the personality of
your organization• plan ahead, but be
flexible• check your insights –
note who’s reading, sharing, posting
• drive audience to your email list sign-up
• use images…but use them carefully
experiment!(start small and build)
t i t le intromarket inggoals&object ives [campaigns&channels ] resul ts
© 2013
grow your business
at its core, marketing is abouteliciting a physical and measureable
response
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
click ordownload
come tothe storeor office
schedulea session
donate call
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
results = measurements of actionst i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
• lots of physical, measurable response
• easy to brand with colors + logos• helps to measure and monetize
social media• provide lots of great coaching and
direction
tools you needemail marketing providers are hard to beat
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
© 2013
grow your business
tools to expand your reachSimple Share tool
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
• at register• with the check at end of
the meal• on registration forms
tools to expand your listoffline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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• Join My Mailing List (app for website, Facebook, etc)
tools to expand your listonline
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
tools to expand your listapps
Scan to Join™from Constant Contact
Text to Join™from Constant Contact
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
monitor+
schedule
this is easy. really.low cost tools save you time & energy
t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
be yourself.t i t le intromarket inggoals&object ivescampaigns&channels [ resul ts ]
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grow your business
© 2013
grow your business
Thank You
Call:
847.331.0659
want more help?
CALL YOUR MENTOR
(and please take a moment to fill out your form!)
facebook.com/yoursocialmediamentor
@vanessacabrera
